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Google BigQuery: a data warehouse for marketing data

BigQuery is Google Cloud's serverless data warehouse. It queries billions of rows with SQL in seconds. In marketing it is mostly used to combine GA4 raw data, ad spend and CRM data in one place.

Made by
Google Cloud
Price
Free tier, then pay for storage and queries
Language
SQL
GA4 export
Free link
View the serviceGet training

What is Google BigQuery?

BigQuery needs no server: you load data, query it with SQL and pay only for what you store and read. GA4 can export each day's raw events here automatically.

For a business the value is removing interface limits: no sampling, any attribution model, any join. Without proper partitioning and queries, cost grows quickly.

What BigQuery makes possible

  1. GA4 raw data

    Full analysis of every event with its parameters.

  2. Joining data

    Ad, website and CRM data in one table.

  3. Your own attribution model

    A channel split that fits your business.

  4. Scheduled queries

    Tables that refresh automatically every day.

  5. BigQuery ML

    Forecasting and segmentation models in SQL.

  6. Dashboard source

    A fast base for Data Studio and Power BI.

What BigQuery works with

  • Google Analytics 4

    Event-based web and app analytics. Funnels, conversions and audiences.

    Open the guide

  • Google Data Studio

    A free dashboard tool. Shows GA4, ad and spreadsheet data in one place.

    Open the guide

  • Power BI

    Microsoft's BI platform. Corporate reporting and data models.

    Open the guide

  • Google Apps Script

    Automation for Google Workspace with JavaScript.

    Open the guide

  • Google Meridian

    Google's open-source marketing mix model (MMM).

    Open the guide

My experience

Projects where I used BigQuery:

  • [Project: brand, what I built, result %]
  • [Project: brand, what I built, result %]
See the cases

BigQuery resources

  • Template

    KPI dashboard for leadership

  • Blog

    Build a decision system, not a dashboard

  • Guide

    Google Data Studio guide

  • Training

    BigQuery training

    Hands-on BigQuery training for your team, on your own account and data.

  • Service

    Dashboards and automated reporting

    Role-based dashboards and an automated flow from data sources.

    from about 600 AZN

Questions about BigQuery

Is BigQuery free?

A set amount of storage and queries is free every month. GA4 data from small and mid-sized sites often fits within it.

Can I use it without knowing SQL?

Not to read ready tables in a dashboard. To build new analysis, SQL is the basis.

How do I keep costs under control?

With partitioned tables, selecting only the columns you need and budget alerts.

Other tool guides

All tools
  • Google Data StudioData and BI
  • Power BIData and BI
  • Google Analytics 4Analytics
  • Google Tag ManagerAnalytics